SUPPORTING LEAD GENERATION THROUGH COMPELLING CONTENT

THE BRIEF

Omnico’s cloud-based technology powers point-of-sale and customer engagement solutions in the retail, hospitality and leisure industries. It is a fast-growth UK technology company enjoying rapid international expansion. To meet the company’s current and future needs, Omnico required an international PR agency that would become a seamless extension of the marketing team, generating strong content for use not just in core media relations, but across the wider sales and marketing mix.

THE APPROACH

When it first engaged Omnico, Whiteoaks launched The Retail Gap Barometer, a quarterly poll of consumers that matches demand against the ability for retailers to meet this demand – creating a gap between expectation and reality. The Barometer also provides a snapshot of consumer confidence.

The insights from the Retail Gap Barometer generated a range of new content, including research report whitepapers, brochures, newsletters, infographics and social media posts. The Barometers have also been rolled out into other sectors – including theme parks and catering– and to new geographies including Malaysia, Japan and China.

After the Barometers provided a wealth of tangible sales leads, Whiteoaks launched a campaign targeting influencers in the theme park market, called the Blooloop50.  As part of the campaign, it engaged a media publication to provide an independent platform in which to promote and publish the first ever market influencer list for the theme park sector.

THE RESULTS

Whiteoaks has greatly enhanced the lead-generation part of Omnico’s business by providing compelling content and relatable statistics, ensuring real return on investment and proving the value of transparent and measurable PR in two ways.

Firstly, by accurately tracking inbound enquiries and leads through Pardot and Salesforce.com, Omnico can directly attribute more than £12million in leads which have converted to qualified opportunities and are now with the sales team.

Alongside this, Omnico also attributed a further £6million in wider lead generation activities, after Whiteoaks designed and delivered an innovative campaign consisting of proactive, reactive and creative tactics linked to wider business objectives. The campaign consisted of PR content such as thought leadership secured with target media, new customer win stories and senior executive interviews.

In traditional PR, the campaign delivered 200 pieces of coverage in a 12-month period, of which 112 were related to Barometer research.

In lead generation, a total of four Retail Gap Barometers, two Theme Park Barometers and regional reports in Asia were downloaded 414 times. After qualifying the leads, Omnico’s Sales team could pursue 50 active sales leads as potential new client relationships.

Omnico remains an existing client of Whiteoaks and the teams continue to work together to help this exciting brand capitalise on its leadership position in the retail and leisure industries.

Whiteoaks has been the ideal partner to position Omnico as a leading industry expert through creative content. They have demonstrated a clear understanding of our business by creating unique market insights that have resonated with our target customers. What has been most impressive is the number of sales leads that have been generated a direct result of the content strategy put in place by Whiteoaks.

Emma Lampard, Global Marketing Director, Omnico Group